Proceedings of the International Conference on Intellectuals’ Global Responsibility (ICIGR 2022)

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Building Trust and Reputation: Branding Strategies of Elite Muslim Schools in Indonesia

Authors
Istikomah1, *, Dzulfikar Akbar Romadlon1
1Fakultas Agama Islam, Universitas Muhammadiyah Sidoarjo, Sidoarjo, Indonesia
*Corresponding author. Email: Istikomah1@umsida.ac.id
Corresponding Author
Istikomah
Available Online 22 May 2023.
DOI
10.2991/978-2-38476-052-7_46How to use a DOI?
Keywords
branding; education; competition; Indonesia; Muslim schools
Abstract

This qualitative multi-case study explores the branding strategies of elite Muslim schools in East Java, Indonesia, by interviewing 25 informants consisting of school heads, teachers, and guardians. The study aims to investigate the methods used by school principals to enhance their school’s brand internally based on the school’s vision and mission, as well as external strategies to increase public trust and attract new students. The results show that schools utilize public relations management by forming a marketing communication team to draw up strategic planning, implementing strategies involving all stakeholders, and evaluating branding based on indicators of success. The branding method is to build a positive image and increase public trust to be known as an elite Muslim school with high costs but still in demand by Muslim people with middle to upper economy. The implication is that branding strategies are important to strengthen school identity and attract new students, especially in a competitive market.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Intellectuals’ Global Responsibility (ICIGR 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
22 May 2023
ISBN
10.2991/978-2-38476-052-7_46
ISSN
2352-5398
DOI
10.2991/978-2-38476-052-7_46How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Istikomah
AU  - Dzulfikar Akbar Romadlon
PY  - 2023
DA  - 2023/05/22
TI  - Building Trust and Reputation: Branding Strategies of Elite Muslim Schools in Indonesia
BT  - Proceedings of the International Conference on Intellectuals’ Global Responsibility (ICIGR 2022)
PB  - Atlantis Press
SP  - 419
EP  - 425
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-052-7_46
DO  - 10.2991/978-2-38476-052-7_46
ID  - 2023
ER  -